Are 'Healthy Drinks' good for you?

The U.S. healthy drinks market is valued at $9.2 billion. This accounts for 10% of the drinks industry. Interestingly, this sector has grown by 50% since the COVID pandemic began. As society becomes more health-conscious, these drinks are gaining popularity. Yet, one must consider whether they are genuinely healthy and worth the extra cost.

Functional drinks are beverages marketed with added benefits for consumption. Think of coffee, energy drinks, alcohol, and soda. These provide a certain buzz, often due to caffeine, sugar, or alcohol. However, the market is shifting toward a new type of functional drink. This is often a euphemism for healthy beverages.

Ingredients in these drinks might include probiotics for gut health, adaptogens for calmness and nootropics for brain health. A probiotic beverage contains live microorganisms, referred to as probiotics. These microorganisms aim to improve the balance of bacteria in the gut. Probiotics work by crowding out harmful germs. This mechanism can help prevent and treat dysbiosis. Dysbiosis is defined as an imbalance of beneficial microbes in the microbiome.

Functional drinks are not new; tea and coffee have been providing buzz for centuries. However, the modern functional drinks industry saw a significant start in the 1980s with Red Bull. An Austrian toothpaste salesman discovered a popular energy drink among Thai truck drivers and successfully marketed it to blue-collar workers in Europe.

Red Bull became a poster child for functional drinks. It offered caffeine, sugar replacements, B vitamins, and taurine. Clever marketing suggested enhanced endurance and concentration, yet no scientific evidence supported these claims. Today, consumer preferences have evolved. People are increasingly aware of the health risks associated with ultra-processed foods and pollution. They seek simple alternatives that may offer small health benefits.

The COVID pandemic accelerated the growth of this industry. Many beverages now claim to be not just safe but beneficial for health. The functional drinks market is growing rapidly. Brands rush to meet consumer demands for products that may enhance gut-brain connections. This suggests that caring for gut health could improve mental and overall well-being.

Celebrities are now entering this market in droves, launching their functional drink lines, including The Rock, Katy Perry, and Bella Hadid. However, scientific backing for these claims remains minimal. A notable drink gaining attention is kombucha, a probiotic beverage. The global probiotic drink market is currently valued at $40 billion and is expected to reach $99 billion by 2033.

This sector consists of two main types of drinks. Prebiotic sodas prepare the gut for better nutrient absorption. Probiotic drinks introduce beneficial bacteria into the gut. Both types aim to promote gut health. Yet, determining whether these drinks are genuinely beneficial remains challenging. None are FDA regulated, allowing them to assert significant health claims without scientific validation.

Packaging plays a crucial role in consumer perceptions. Brands utilize buzzwords like probiotics, nootropics, adaptogens, and CBD to attract buyers without substantive evidence. Furthermore, there is limited understanding regarding gut health enhancement. Many drinks make bold claims without supporting scientific research.

When choosing drinks in the supermarket, scrutinize labels carefully. Be wary of nebulous statements like “supports skin elasticity” or “enhances brain health,” as they convey little meaning. Probiotic drinks often don’t specify their ingredients, so seek out those that clearly identify the strain used. If health is your objective, aim for drinks that are lower in sugar. Many sodas contain more sugar than consumers realize.

Though scientific validation may be lacking, some ingredients featured in these drinks have a long history of use in different cultures, such as green tea, ashwagandha, and ginseng. Stay alert to brands that leverage common health concerns, making bold claims that exceed current scientific understanding.